Pizza Today - October 2019 - 28

tempo and volume," says Victor Bailey,
a musician with experience consulting eateries on their music choices.
"If you play slow tempo, you're more
likely to get your customers to order
more from your menu. If you increase
the tempo, customers are more likely
to leave quicker, which might be a
good strategy during peak times." A
fast tempo might work well for busy
lunch customers, while soft jazz could
be appropriate for the evenings and
weekends.
Background music played at a quiet
volume can encourage lingering and
create a calm atmosphere. "A higher
volume means higher heart rate,
which translates to us doing things
faster, including eating," Bailey says.
For businesspeople carrying out
meetings over a meal, "play background music that encourages consumers to remain in a good mood and
the feeling of abundance," says Lexi
Montgomery, founder and lead strategist at The Darling Company, a neuromarketing agency. "When deals are
regularly closed at your establishment,
your customers will subconsciously
associate your pizzeria with what they
value most."

3. FOCUS ON QUALITY WITHIN YOUR
BUDGET. If you have several small

speakers in a large room, the sound
might not carry throughout the place.
To improve quality, add more small
speakers to distribute the audio evenly.
"The more speakers you have aimed
at your clients, the more direct sound
they get which means higher intelligibility and better quality," Pickett says.
The volume can be lower, since there
isn't a need to cover as much footage
with a single unit. "That also means
the customer next to a speaker is not
getting 'blasted out,'" Pickett says.
For help setting up a new sound
system, "have two or three AV
contractors with good references
come in," Pickett says. Tell them your
budget and ask for the best system for
your price range.
4. BE MINDFUL OF COPYRIGHT ISSUES.

If you have a personal music subscription or streaming service, that won't be

enough to legally play music in your
restaurant. A proper music license
is needed to avoid legal issues and
potential fees. Fortunately, just three
licenses will cover the majority of
music needs:
*ASCAP (American Society of
Composers, Authors, and Publishers)
*BMI (Broadcast Music, Inc.)
*SESAC (Society of European
Stage Authors and Composers)
"These three companies represent
millions of artists and musical works,"
Bailey says. "Make sure that your
licensed playlist has at least 300 songs
so customers don't hear the same song
twice."
5. BRING ABOUT CHANGE SLOWLY. If
you're concerned your current playlist
doesn't match your ideal customer, it
may be worthwhile to evaluate your
target audience. "Collect data on existing customers both in terms of visits
to the restaurant and social media
followers," Dr. Dalakas says. Identify
potential patterns and look at social
media followers' posts to get a sense of
their taste of music.
Menu changes might lead to song
adjustments as well. If you begin
showcasing new recipes, compare
them to your playlist. "An authentic
Italian recipe would be complemented
by authentic Italian music," Lexington
says.
To tweak your selection, consider
asking customers for feedback. Have
staff deliver a comment card at the
end of a visit, where diners can rate
the current music and offer suggestions for change. Or make a contest
to identify crowd favorites. This could
involve small signs at tables, or posts
on social media asking, "Do you like
our selection of songs? Do you have
a favorite we're not playing that you'd
love to hear?" Then offer the chance to
enter for a prize, such as a free dinner
for two, to those who participate. n
RACHEL HARTMAN is a freelance writer
who covers small business, finance and
lifestyle topics.



Pizza Today - October 2019

Table of Contents for the Digital Edition of Pizza Today - October 2019

Pizza Today - October 2019
Commentary
Contributors
Expo Spotlight
Meet The Makers
Conversation
Man On The Street
Tony’s Trending Recipe
Knead To Know
Destinations
Background Music
Topping Trends
Dollops
Waste Management
Promoting Gift Cards
Holding Events
Independent Pizzeria Of The Year: Dante, Omaha, Ne
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthly Tip
Pizza Today - October 2019 - CT1
Pizza Today - October 2019 - CT2
Pizza Today - October 2019 - Pizza Today - October 2019
Pizza Today - October 2019 - Cover2
Pizza Today - October 2019 - Commentary
Pizza Today - October 2019 - 4
Pizza Today - October 2019 - 5
Pizza Today - October 2019 - 6
Pizza Today - October 2019 - 7
Pizza Today - October 2019 - Contributors
Pizza Today - October 2019 - 9
Pizza Today - October 2019 - Expo Spotlight
Pizza Today - October 2019 - 11
Pizza Today - October 2019 - Meet The Makers
Pizza Today - October 2019 - 13
Pizza Today - October 2019 - Conversation
Pizza Today - October 2019 - 15
Pizza Today - October 2019 - Man On The Street
Pizza Today - October 2019 - 17
Pizza Today - October 2019 - Tony’s Trending Recipe
Pizza Today - October 2019 - 19
Pizza Today - October 2019 - Knead To Know
Pizza Today - October 2019 - 21
Pizza Today - October 2019 - 22
Pizza Today - October 2019 - 23
Pizza Today - October 2019 - Destinations
Pizza Today - October 2019 - 25
Pizza Today - October 2019 - Background Music
Pizza Today - October 2019 - 27
Pizza Today - October 2019 - 28
Pizza Today - October 2019 - 29
Pizza Today - October 2019 - Topping Trends
Pizza Today - October 2019 - 31
Pizza Today - October 2019 - 32
Pizza Today - October 2019 - 33
Pizza Today - October 2019 - Dollops
Pizza Today - October 2019 - 35
Pizza Today - October 2019 - Waste Management
Pizza Today - October 2019 - 37
Pizza Today - October 2019 - 38
Pizza Today - October 2019 - 39
Pizza Today - October 2019 - Promoting Gift Cards
Pizza Today - October 2019 - 41
Pizza Today - October 2019 - 42
Pizza Today - October 2019 - 43
Pizza Today - October 2019 - Holding Events
Pizza Today - October 2019 - 45
Pizza Today - October 2019 - 46
Pizza Today - October 2019 - 47
Pizza Today - October 2019 - Independent Pizzeria Of The Year: Dante, Omaha, Ne
Pizza Today - October 2019 - 49
Pizza Today - October 2019 - 50
Pizza Today - October 2019 - 51
Pizza Today - October 2019 - 52
Pizza Today - October 2019 - 53
Pizza Today - October 2019 - 54
Pizza Today - October 2019 - 55
Pizza Today - October 2019 - Product Showcase
Pizza Today - October 2019 - 57
Pizza Today - October 2019 - Pizza Today Yellow Pages
Pizza Today - October 2019 - 59
Pizza Today - October 2019 - 60
Pizza Today - October 2019 - 61
Pizza Today - October 2019 - 62
Pizza Today - October 2019 - 63
Pizza Today - October 2019 - The Marketplace
Pizza Today - October 2019 - 65
Pizza Today - October 2019 - 66
Pizza Today - October 2019 - 67
Pizza Today - October 2019 - 68
Pizza Today - October 2019 - 69
Pizza Today - October 2019 - 70
Pizza Today - October 2019 - 71
Pizza Today - October 2019 - 72
Pizza Today - October 2019 - Reader’s Resource
Pizza Today - October 2019 - Mike’s Monthly Tip
Pizza Today - October 2019 - Cover3
Pizza Today - October 2019 - Cover4
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